Historically, the final quarter of the year is the busiest time for retail brands. In 2016, £25bn was spent online in the run up to Christmas between November 13 and Christmas Eve.
Online sales increased by 21.3% last year and are set to rise even further by the end of 2017. With more consumers choosing to buy online, and 74 percent of all consumers relying on social media to make their purchasing decisions, creating a winning social advertising strategy could be the key to maximising your brand’s Christmas sales.
But why choose social over PPC?
Because social advertising is arguably more effective than PPC.
Where PPC is more competitive and expensive, social advertising can be highly targeted, often with a lower CPC which is important when 70-80% of users ignore paid ads and focus on the organic results (imFORZA, 2017).
It’s also worth noting that in order for PPC to work to full effect, Google AdWords need to have optimised landing pages. Google states “Your ads may show less often (or not at all) if they point to websites that offer a poor user experience” (Google, 2017).
However, Facebook has over 32 million UK users and Instagram has 16.7 million monthly UK users. Therefore advertising on these sites is much more likely to get your message in front of a relevant audience. Using lookalike targeting to re-target already interested website visitors, as well as building brand awareness amongst potential new audiences, you encourage brand engagement and create opportunities to generate web traffic and sales.
Twitter also has a large impact on purchase decisions. 37% of users are planning to use the platform for holiday shopping this year and 73% of consumers are more likely to buy from a small business during the holidays if they see a sale, deal, or special offer on Twitter. As well as running Website Cards, it’s possible to re-market to Twitter users who have visited your website, subscribed to your newsletter or interacted with your business in other ways.
When 82% of consumers trust a company more if they are involved with social media (Forbes), it is essential that you’re utilising it. Although social advertising can be complicated, when meaningful and run effectively, it is the perfect way to not only engage and inspire but also guide purchasing decisions to generate sales.
To find out how you can make the most of your social media activities this Christmas season, please get in touch on 0117 440 0500, or email firstname.lastname@example.org.